Short YouTube clip (Mark Simpson) advising businesses—especially hospitality/property hosts—to find a very narrow "micro niche" for their ideal guest. Argues that drilling down beyond generic labels (e.g., "family friendly") makes marketing and guest-persona matching far more effective, leading to higher revenue, more reviews, repeat bookings, and referrals.
When it comes to you and when it comes to your ideal guest you really do have to grill down than just saying we are a family friendly property. You have to go beneath that. And there's an amazing quote that was recently shared with me at a conference in America. It was the micro niche. You know, get buried so far down in a niche that there's only room for you in there. And you know there's a very common phrase that you will hear online where it says the riches are in the niches and it is very, very true. The more that you can go down your niche the more that you can really personify who you're helping have an amazing stay. Then the more revenue, the more reviews, the more guests, the more people that will just come to you naturally because not only will you attract the guests but you will attract all of their friends, coworkers, et cetera who are the same Persona match as them.
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